The term ‘micro-influencers’ refers to those people who are creators on social media platforms. They have between 10 000 and 50 000 followers.
These content creators typically build followings, on social media, around niches such as:
- Beauty, And
They cultivate communities surrounding the content that they create. Many micro-influencers interact with fans regularly. As a result of this, they often generate high engagement rate on social media and has extremely active audiences.
Many, many people on social media know about high-profile influencers. They post sponsored content in partnership with major brands. But there’s also an opportunity in digital marketing with smaller influencer tiers, namely these micro-influencers. Initial studies have demonstrated higher engagement with micro-influencers.
What Is Micro-Influencer Marketing?
Micro-influencer marketing is about using – what many people would consider ‘everyday people’ to promote specific products on social media.
One of the motives behind why micro-influencer marketing has become such a viable option for digital marketers is that surveys have suggested that people trust the suggestions from other people that they identify with and place their trust in. To illustrate this, Nielsen’s 2015 Global Trust in Advertising study shows that the most believed form of advertising is that which comes from other people who they know.
Why brands should choose influencer marketing
More and more brands these days are choosing to go with influencers – specifically micro-influencers – to help them get the word out there about their product and/or service offerings. There are several reasons for this. Here are some of them.